By Nia Pearson
Branding IS… more than just your logo, tagline and website design. It’s one of the single most important aspects of your company designed to encourage people to trust and do business with you. The identify of your brand is dynamic and extends across all parameters of your business including:
- Product/ Service
- Company Culture
- Core Values
- Customer Service
Top 4 Principles Your Brand Should Communicate Consistently
- Value Proposition
- Exceptional Customer Service
- Understanding of your “target audience” needs
Once you have identified your ideal customers, the next step is to differentiate your brand through compelling story telling. To reach your goals faster you should fully understand why branding is important and how it can directly impact your sales. By distinctively positioning your brand as different from your competitors in the mind of your target audience, you are positioning and elevating your brand to a leading position in the marketplace. By extending that strength and adding innovation as a core brand attribute your business will be undeniably successful.
All branding efforts are not created equal. You branding strategy must make a concerted effort to consistently deliver value in your communication and action to positively impact sales activities. The significance of this process should be shared throughout your organization with every team member. Consider a unified brand strategy at which time, all team members have a clear understanding of how their role impacts the brand and it’s business goals. This is a winning recipe that most tops brands eximplify.
Top 5 Branding Questions To Consider
- Who are your target customers?
- Why should people buy from your brand?
- What problem does your brand solve?
- What need (s) does your brand serve?
- What are the benefits of working with your brand?
Building brand awareness is an ongoing process and the win is to establish trust in the marketplace. When your brand is well known in your industry, you are able to convert potential customers faster than your competition. Branding done well can set your business apart from your competition significantly. One significant goal that should not be overlooked is building and maintaining your brand with consistency, clarity and a unified go-to-market strategy. By defining what you represent as a business and what you will deliver you will find that good branding = good selling.
Why is Branding Important?
Setting up a brand strategy or rebranding your business can be quite challenging but necessary at times. Consider, your business begins to get a new set of customers that you did not consider and were not marketing to. Your product or service is a perfect fit to fill this need and sales are flourishing. This wave will require you to modify your brand strategy to focus on the needs of the new target audience. You will need to create a new marketing mix that caters to this audience with content, that speaks directly to their needs with marketing material and maybe even adding an event to you marketing strategy. Evaluating how your brand is perceived by all customers through surveys can be critical to sustainability. The following questions can guide your brand to success across multiple audiences.
- Who are your top competitors?
- What is your value proposition to each target audience?
- Who does your product target? ( income | education | geography)
- What is the tone of your brand?
- How would you like to be perceived in the marketplace?
- Are there any environmental forces in place that will prevent your business success?
What Is The Value Of Branding?
The value of branding overlaps through equity over time and exceeds a monetary value and is purely based on perception. This point is revealed by the actions of your key stakeholders, what your customers say about your brand, the quality of your products, distribution channels, delivery channels etc. Aligning your brand strategy is an all-encompassing task that includes, colors, tag-lines, core values, tone of voice, team members, communication and so much more. To make it simple, all aspects of your business can impact the value of your brand. Every cornerstone of your company is branding, so you must… Tell stories. share valuable content and always be authentic. The action to effectively build brand awareness is an ongoing process that will put you in the position to sell more of your products and services.
Without effective branding, you business can be forgotten easily or even worse, become irrelevant, remember BlockBuster…the once beloved movie night hero now forgotten forever thanks to the innovation of Netflix. To maintain relevance in business we must continue to capture the attention of a segmented group and create lasting impact. There is no one and done scenario for any business we must continually evolve our brands to match the every changing technological advancements and needs of our target audiences. If you do not have a process in place for open communication with your customers get started, as soon as possible. By launching a brand awareness campaign with video content, creative graphic design, and supporting blog content that drives customers to think of your business to fill a specific need you are taking steps to build the value of your brand. Which leads to the ultimate utopia in the value of branding which is customer loyalty. Your brand should keep, top of mind the goals of having a loyal customer base believe your product or service is the first choice regardless of the infinite opportunities available.
Why BuildA Branding Campaign With Marketing 4 Real Results?
Building your brand with Marketing 4 Real Results will expand your reach and improve business results. We focus on the below key principles of brand building.
- Your strengths
- Your competitors
- Your business goals
- Your target audience
- Your weaknesses
Having a strong brand allows you to demand a higher premium for your products or services and protect your market share against competitors. By establishing a branding focal point for all marketing campaigns your brand will build a loyal customer base.
Know Your Audience. Tell Your Brand Story. Build Your Brand.
Contact M4RR today to get started with a new branding campaign and elevate your business to the next level.